Knowledge hub.

Understand the what, why and how of market segmentation, from its roots in good sales techniques to the digital-first deployment of detailed customer personas.

Why should businesses embark on a segmentation? We explain the purpose and benefits of segmentation projects, as well as the typical stages involved.

We've been working with Bloomberg since the start of pandemic to understand how the priorities, actions and attitudes of business decision makers across APAC are evolving. Take a look at the infographic for the key insights.

Market segmentations studies are powerful tools for businesses. They help organisations divide up the market into distinct segments that share specific attributes. The business can then focus on the most lucrative of these market segments. Segmentations can guide everything from marketing to product development right through to identifying new market opportunities. In this article we […]

Market segmentations can be powerful tools for companies big and small. By tailoring your strategy based on the needs of your key customer segments, you can better appeal to the customers that matter most. But how do you segment your audience and what are the different forms of segmentation you can use? There are 5 […]

How do you calculate your market size and the serviceable obtainable market?? Understanding your market is a crucial part of any business plan, allowing you to know how many customers you can reach and how much revenue you can generate. This will enable you to make more concrete plans and secure a budget and buy-in […]

In today’s globally connected world, every product has a potentially vast market. Trying to target everyone in this market with the same materials, approaches, and techniques would be crazy — people are too varied and different to respond to the same marketing message. So how do you ensure your marketing connects effectively with as many […]

Hear from experts across our 8 Asian offices as we discuss the top trends to watch in Asia in 2021.

In the world of market research, we can only get so far by relying on hard, numerical data. Hard metrics like (generated from quantitative research) are extremely useful and should form a core part of any business strategy. But they only tell part of the overall story. To dig deeper and gain a fuller picture […]

What are the consumer trends to watch in Asia for 2021? We summarise our new report.